La Jugada’s primary character and a celebrity amongst Mexican men, El Compayito, is a puppet who hosts the programme’s televised soccer games. A series of eight, thirty-second, entertaining vignettes were crafted under direction of the media team and aired during the show, whereby El Compayito fell in love with Jacqueline and tried desperately to get her attention. Unfortunately for him, she did not respond and the shampoo remained her one true love.

Top-of-mind brand awareness measured with males increased by 33%, and 96% of men who watched La Jugada recalled the brand message. Male Head & Shoulders exclusive usage, a loyalty measure, grew 5% and the campaign attracted additional consumers, with total male users up 17%.